Zeus: How this startup cracked a smart cooling case and won over McDonald’s and Taco Bell

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By Trey Thoelcke Published
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Zeus: How this startup cracked a smart cooling case and won over McDonald’s and Taco Bell

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By David Callaway, Callaway Climate Insights

(David Callaway is founder and Editor-in-Chief of Callaway Climate Insights. He is the former president of the World Editors Forum, Editor-in-Chief of USA Today and MarketWatch, and CEO of TheStreet Inc.)

SAN FRANCISCO (Callaway Climate Insights) — Manik Suri is a Harvard grad from Delhi who worked both on Wall Street and in the Obama White House. But it’s in a palm-sized, radio-controlled device that can control temperatures in industrial cooling systems that he sees his future.

Suri, CEO and co-founder of Therma, is an energy efficiency enthusiast, who is betting his San Francisco startup has cracked a way for large hotels, restaurants, hospitals and schools to save millions on refrigeration costs, and help reduce load on their local utility grids at the same time.

“We think of refrigeration as a battery. Energy in the form of cold storage,” Suri told me recently on the roof deck of his classic San Francisco startup’s office, sitting atop a sushi house in the gritty Mission neighborhood. “It turns out you can tap that battery. If we can lower or turn off refrigeration for a short period of time, we can save energy.”

More than 16% of the estimated 50 billion tons of greenhouse gases emitted by global economies comes from electricity used in buildings, including industrial ones. Cooling systems are a prime culprit. By reducing temperatures and saving electricity at scale, energy efficiency can greatly reduce emissions…

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Photo of Trey Thoelcke
About the Author Trey Thoelcke →

Trey has been an editor and author at 24/7 Wall St. for more than a decade, where he has published thousands of articles analyzing corporate earnings, dividend stocks, short interest, insider buying, private equity, and market trends. His comprehensive coverage spans the full spectrum of financial markets, from blue-chip stalwarts to emerging growth companies.

Beyond 24/7 Wall St., Trey has created and edited financial content for Benzinga and AOL's BloggingStocks, contributing additional hundreds of articles to the investment community. He previously oversaw the 24/7 Climate Insights site, managing editorial operations and content strategy, and currently oversees and creates content for My Investing News.

Trey's editorial expertise extends across multiple publishing environments. He served as production editor at Dearborn Financial Publishing and development editor at Kaplan, where he helped shape financial education materials. Earlier in his career, he worked as a writer-producer at SVE. His freelance editing portfolio includes work for prestigious clients such as Sage Publications, Rand McNally, the Institute for Supply Management, the American Library Association, Eggplant Literary Productions, and Spiegel.

Outside of financial journalism, Trey writes fiction and has been an active member of the writing community for years, overseeing a long-running critique group and moderating workshop sessions at regional conventions. He lives with his family in an old house in the Midwest.

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